Research On The Influencing Factors Of Short Video Platform Grassroots Internet Celebrity Personal Branding

In the era of mobile Internet,short videos have penetrated into all aspects of people’s lives,driving a large number of content creators to become Internet celebrities by creating short video works and thus obtain huge economic benefits,including ordinary people from the grassroots.Excess information leads to scarcity of attention.If grassroots internet celebrities want to maintain their long-term vitality,they must connect the emotions of fans and achieve the purpose of spiritual sustenance by shaping their personal brands.This thesis uses Lasswell’s 5W communication theory,celebrity theory,Maslow’s hierarchy of needs theory and 4I marketing theory as the theoretical basis,and selects the Douyin short video platform and the grassroots Internet celebrity Li Ziqi as the research objects,respectively from the macro and micro The two aspects discussed the influence of national policies,short video platform algorithm mechanisms,influencers,brand audiences,and commercial capital on short video platform grassroots influencers shaping their personal brands,and pointed out that grassroots influencers should shape individuals on short video platforms.The method and strategy of the brand—personalized brand positioning,release of interesting content,interactive audience operation,and profitbased realization for a win-win situation,in order to provide reference for the short video platform grassroots influencers to shape their personal brands.